BrewDog isn’t your ordinary craft brewer. The Scottish microbrewer rocks the Pink Goldfish of micro-weird. Here are a handful of the things that make them eminently talkable:
1. Crew T-shirts – over the last few years, Brewdog had featured actual negative reviews on staff shirts. “Went to BrewDog bar. Clearly they spend a lot of money making it look like it barely survived a fire.” Some of the shirts are vicious, “Over priced pish. F#cking awful. What a company. Complete hipster paradise.”
2. Shower beers – In 2018, BrewDog launched DogHouse Hotels. The first craft beer hotel. Of course, they are dog-friendly. But my favorite is the minibar next to the shower. Because . . . beer tastes better in the shower.
3. Near beer bar – Early in 2020, the BrewDog AF Bar became the world’s first alcohol-free beer bar. Based in central London, it offers 15 taps of draft alcohol-free craft beer.
4. Beer Advent Calendar – this year the brewery offered the best of BrewDog in one box. A craft beer advent calendar allowed you to unwrap 24 bottles including 14 new beers for 2021, 6 new this Christmas, and 4 online exclusives.
5. Road-kill beer – interested in trying a 55% ABV beer. It takes over seven months to brew. It’s super-limited and expensive. But the thing that makes it really micro-weird is that the bottle is encased in a squirrel. See pic in the comments. Why taxidermy squirrels? According to BrewDog, “We wanted to do something that was at the same time beautiful and disturbing, something that made a statement and tried to make people stop and think about all of the possibilities that beer actually has.”
Micro-weirding is using minuscule actions to differentiate your brand and customer experience. The lesson is that you can set your brand apart without some cohesive master plan; you can be just a tiny bit weird.
And just because something is micro-weird, doesn’t mean it has a micro-impact. The difference between ordinary and extraORDINARY is sometimes just that little weird something extra.
Stan Phelps walks the walk. He stands out in the sea of sameness by modeling his own Differentiated Experience (DX) message: Differentiation isn’t just about what you say, it’s about what you do and, more importantly, how and why you do it. Stan leverages his unique collection of 5,000+ case studies on customer, employee, and brand experience to engage audiences with informative learning-based experiences. He believes purposeful DX wins the hearts of employees and customers, and differentiation ultimately boosts loyalty, retention, referrals, and results.
Find Stan’s in-person and virtual keynotes, workshops, and Goldfish tank programs at StanPhelps.com.